Rebranding
Your Firm
davidlecours.com
S M P S N A T I O N A L W E B I N A R | @SMPShq @davidlecours
i

Rebranding Your Firm:

INTRO
intro

Birth

Growth

Maturity

Decline

Life Cycle

Death
intro

Birth

Growth

Maturity

Decline

Rebirth

Death

Life Cycle
intro

Birth

Growth

Maturity

Rebirth

Death

Life Cycle
intro

Birth

Growth

Maturity

Rebirth

reality

perception
Death

Life Cycle
intro

You Will
Rebrand
intro

Agenda
1) What is a Rebrand - Q&A
2) When to rebrand - Q&A
3) How to rebrand - Q&A
4) Conclusion
intro

Learning Outcomes
1) Clarify the confusion, rebranding vs. logo refresh 
2) Recognize when to rebrand
3) Learn the ...
intro

Who is
This Guy?
intro

Enough
About Me
1

Rebranding Your Firm:

WHAT
WHAT

Your Brand
is Not
Your Logo
WHAT

A New Logo
is Not
Rebranding
WHAT

So, What is
Brand?
Name
Founders

Spokesman

Logo

Office
Web

Positioning
Service

Your Brand
Loyalty
Tagline

Ads
Reputation

Awareness

Hi...
WHAT

B RA ND
Not what you say it is,
it’s what they say it is.
WHAT

B RA ND

Reputation
WHAT

B RA ND
A series of small
gestures made
consistently over time.
WHAT

B RA ND
A shortcut around
intellectual proof.
WHAT

So, What is
Rebranding?
WHAT

New

Term

Logo

Logo Refresh

Name + Logo

Identity Refresh

Logo + Positioning

Rebrand

Name + Logo +
Positioning...
WHAT

Rebranding
Products vs.
Services
WHAT

Wordmark
vs.
Symbol
WHAT

Wordmark

Symbol

B2B Service

B2C Product

Distinctive Name

Emblem on Product

Focus on name

You have big media
L...
WHAT

Questions?
2

Rebranding Your Firm:

WHEN
WHEN

When to
ReBrand?
WHEN

When Rebrand?
1) Change in strategy
2) Change of ownership 
3) Brand is rotten
4) Coming of age
5) Significant milest...
WHEN

Change in
Strategy
WHEN

If your firm is known
for what it used to be,
not what it aims to be
why

Birth

Growth

Maturity

Rebirth

reality

perception
Death

Life Cycle
“We have already far outgrown
our original use case of only
sending large files, and our
name should reflect where we
are as...
WHEN

When to Rebrand?
1) Change in strategy
2) Change of ownership 
3) Brand is rotten
4) Coming of age
5) Significant mil...
WHEN

Change in
Ownership
1955

1983
Sport Venue Group

2009
name
logo

positioning

A global design practice
specializing in creating
environments that draw
people and communities
to...
“As the world becomes more
populous, and ever-advancing
technology separates us into
audiences of one, our expertise
becom...
WHEN

Why Rebrand?
1) Change in strategy
2) Change of ownership 
3) Brand is rotten
4) Coming of age
5) Significant milesto...
WHEN

Brand is
Rotten
WHEN

Time for
a Facelift
LECOURSDESIGN.COM

infographic
via The Logo Co.
LECOURSDESIGN.COM

infographic
via The Logo Co.
WHEN

When to Rebrand?
1) Change in strategy
2) Change of ownership 
3) Brand is rotten
4) Coming of age
5) Significant mil...
WHEN

Coming
of Age
WHEN
Startup

Growth

Maturity

Decline

Rebirth

Death

Of Age
WHEN

When to Rebrand?
1) Change in strategy
2) Change of ownership 
3) Brand is rotten
4) Coming of age
5) Significant mil...
WHEN

Significant
Milestone
WHEN

When to Rebrand?
1) Change in strategy
2) Change of ownership 
3) Brand is rotten
4) Coming of age
5) Significant mil...
positioning

Balancing artistic
expression in design with
environmental sensitivity
WHEN

When to Rebrand?
1) Change in strategy
2) Change of ownership 
3) Brand is rotten
4) Coming of age
5) Significant mil...
WHEN

Questions?
3

Rebranding Your Firm:

HOW
HOW

DIY vs.
Consultant
HOW

DIY (In-House) Pros
1) Save Money?
2) Easier to Sell Upstream 
3) Control
HOW

Consultant Pros
1) Hire an Expert
2) Save Time
3) Objectivity / Referee
4) Stakeholder Buy-In
5) Credibility for Laun...
HOW

How to Hire
a Consultant
HOW

Rebranding
Process
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
HOW

Discovery
Brand Audit
BR A ND TOU CH P OI NTS

EFFECTIVE NE SS RATING
-2

-1

0

+1

COM MEN TS

+2

STRATEGIC PLAN
Purpose Statemen...
ale Studios

ciates

roup

Architecture

sign

Kroeger

Archetype

Positioning
Los Angeles based studio that specializes i...
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
HOW

Planning
PHASES,

G
nting.
A N D T I M I N g and creative execution, not pri
ultin
E S T I M AT E S

ic cons
are for strateg
mates ...
HOW

Begin with End
in Mind
HOW

Manage
Expectations
HOW

Making
Sausage
N C .
S I G N ,I
S D E
IA 92024
E C O U R
S, CALIFORN
A
L
e a, E N C I N I T
E S IG N .C O M
R I O A V E , su it
ID@ L E C...
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
HOW

Brand
Platform
Brand Identity

How To Build a
Service Brand
>

Marketing
Plan

3 year Plan

1 year Plan

why we exist (purpose)

which ve...
Strategic
Plan

2
>

Marketing
Plan

3 year Plan

1 year Plan

why we exist (purpose)

how we will get there

how we will ...
POSITIONING

A statement
describing who will
hire you and why.
1
firm

We are a type of
2
offering flagship service
3.
to category of clients
4 provides
Our core brilliance
5.
specific bene...
We are marketing
offering brand
to A/E/C

1
consultants
2
strategy

3
firms.

Our Core Brilliance

4
Marketing

helps firms fi...
name
logo

positioning
statement

A global design practice
specializing in creating
environments that draw
people and comm...
HOW

Positioning Mistakes
1) Not Having One
2) What’s True, Not Unique
3) Can’t Be Demonstrated 
4) Emphasis on Wrong Thin...
HOW

What About
Taglines?
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
HOW

Monogram
Your Shirt,
Not Firm
HOW

Take Your
Name Off
The Door
HOW

Good Firm Names
1) Easy to Say, Spell
2) Available, URL, Social
3) < 7 syllables
4) Align With Brand Platform
5) Are ...
nique and

Ta r g e t

that is u
TH?)
BUSINESS WI
eliver a home
st us to d
TO BE DOING
design and tru
D O W E WA N T
(WHO
...
RELIABLE
SECURE
INTEGRITY
TRUSTED AS ADVISOR
TRADITIONAL⁄CLASSIC
TRANSPARENT
CREATIVE

TRUSTED
ADVISOR/
CAPTAIN
Cook Harbo...
SAGE
HARBOR

IRA I NVESTMENTS, INC.

TRUSTED
ADVISOR/
CAPTAIN
Cook Harbor
NorthWest
True North
TruNorth
Compass
Sextant
At...
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
HOW

Humans Are
Visual, Blink
HOW

A Logo Should
1) Represent You in Absentia
2) Communicate Vision
3) Be Professional 
4) Demonstrate Design Savvy
5) B...
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
3/2 front: 13-5-1 U, 156-1-U, Natural TBD
back: 13-5-1 U, 6-1-6 U

STEPHEN STRAUGHAN . ASSOCIATE
STEVE @ KAADESIGNGROUP.CO...
YOUR PERSONALIZED

Portfolio
4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066
310-82 1-1400 . INFO@ EVENSARC.COM . www.e...
East Meets West
THE STRAND RESIDENCE
HERMOSA

BEACH

,

CALIFORNIA

An authentic interpretation of British Colonial archit...
evens architects
a KAA Design company

4201 redwood avenue, los angeles, ca 90066 | 310.821.1400 www.evensarc.com

East Me...
EVE N S A RCHITECTS
a KAA Design company
310.821.1400

evensarc.com
EVE N S A RCHITECTS
a KAA Design company

Jonathan Club Beach

Entry Pavilion Sketch

02-14-13
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
HOW

How to
Protect Your
Investment
EVENS ARCHITECTS

Quick Guide To Our Brand Identity

BRAND NAME

Our formal legal name is KAA Design Group, Inc. DBA Evens...
TYPOGRAPHY

If words are the content, then typography is the voice used when communicating visually. Adobe Garamond Pro is...
HOW

Measuring
Success
HOW

Quantitative
&
Qualitative
HOW

“Not everything that can 
be counted counts,
and not everything that
counts can be counted.”
–Albert Einstein
HOW

Qualitative
HOW

Quantitative
HOW

Your Mileage
Will Vary
HOW

Firm Size

Consulting & Creative

10–30

$10k–25k

30–100

$20k–50k

100–500

$35k–100k

500+

$100k–250k
HOW
ROI
$50k to rebrand
50 p = $5M Revenue
Lifespan 5 yrs. = $25M Revenue
5 yrs. = 50 projects
1 project = $100k
HOW

Timing
4 mo.–1 year
HOW

Questions?
C

Rebranding Your Firm:

Conclusion
intro

Birth

Growth

Maturity

Rebirth

reality

perception
Death

Life Cycle
WHAT

New

Term

Logo

Logo Refresh

Name + Logo

Identity Refresh

Logo + Positioning

Rebrand

Name + Logo +
Positioning...
WHEN

When to Rebrand?
1) Change in strategy
2) Change of ownership 
3) Brand is rotten
4) Coming of age
5) Significant mil...
HOW

Rebranding Process
1) Discovery
2) Planning
3) Brand Platform 
4) Brand Name
5) Brand Signature (logo)
6) Application...
Rebranding
Your Firm
davidlecours.com
S M P S N A T I O N A L W E B I N A R | @SMPShq @davidlecours
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
Rebranding Your A/E/C Firm: What, When, How
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Rebranding Your A/E/C Firm: What, When, How

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Your firm should be continually growing its expertise and capabilities. In the last 5-10 years, you probably added new markets and new services. You may have an entirely new strategic direction. Is the public perception of your firm keeping up, or is it stuck in the past? It could be time for a rebrand.

Rebranding is not a panacea. But done well, it can energize a tired brand. All A/E/C firm brands go through a life cycle. So it's nearly guaranteed that, at some point in your career as a firm owner or marketer, your firm will go through a rebrand. From gaining Board of Directors' approval, to budgeting, managing the process, managing expectations, and rolling it out, this can be a delicate process. Just ask Yahoo, The Gap, and UPS.

This slide deck is from a webinar designed to help you navigate the process of what, when, and how to complete a successful A/E/C firm rebranding.

Published in: Marketing, Business, Design
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Rebranding Your A/E/C Firm: What, When, How

  1. 1. Rebranding Your Firm davidlecours.com S M P S N A T I O N A L W E B I N A R | @SMPShq @davidlecours
  2. 2. i Rebranding Your Firm: INTRO
  3. 3. intro Birth Growth Maturity Decline Life Cycle Death
  4. 4. intro Birth Growth Maturity Decline Rebirth Death Life Cycle
  5. 5. intro Birth Growth Maturity Rebirth Death Life Cycle
  6. 6. intro Birth Growth Maturity Rebirth reality perception Death Life Cycle
  7. 7. intro You Will Rebrand
  8. 8. intro Agenda 1) What is a Rebrand - Q&A 2) When to rebrand - Q&A 3) How to rebrand - Q&A 4) Conclusion
  9. 9. intro Learning Outcomes 1) Clarify the confusion, rebranding vs. logo refresh  2) Recognize when to rebrand 3) Learn the process for a successful rebrand 4) Understand DIY vs. hire an outside consultant 5) Gain a realistic expectation of ROI of a rebrand
  10. 10. intro Who is This Guy?
  11. 11. intro Enough About Me
  12. 12. 1 Rebranding Your Firm: WHAT
  13. 13. WHAT Your Brand is Not Your Logo
  14. 14. WHAT A New Logo is Not Rebranding
  15. 15. WHAT So, What is Brand?
  16. 16. Name Founders Spokesman Logo Office Web Positioning Service Your Brand Loyalty Tagline Ads Reputation Awareness History 1st Impression Culture
  17. 17. WHAT B RA ND Not what you say it is, it’s what they say it is.
  18. 18. WHAT B RA ND Reputation
  19. 19. WHAT B RA ND A series of small gestures made consistently over time.
  20. 20. WHAT B RA ND A shortcut around intellectual proof.
  21. 21. WHAT So, What is Rebranding?
  22. 22. WHAT New Term Logo Logo Refresh Name + Logo Identity Refresh Logo + Positioning Rebrand Name + Logo + Positioning Rebrand
  23. 23. WHAT Rebranding Products vs. Services
  24. 24. WHAT Wordmark vs. Symbol
  25. 25. WHAT Wordmark Symbol B2B Service B2C Product Distinctive Name Emblem on Product Focus on name You have big media Link to subsidiaries
  26. 26. WHAT Questions?
  27. 27. 2 Rebranding Your Firm: WHEN
  28. 28. WHEN When to ReBrand?
  29. 29. WHEN When Rebrand? 1) Change in strategy 2) Change of ownership  3) Brand is rotten 4) Coming of age 5) Significant milestone
  30. 30. WHEN Change in Strategy
  31. 31. WHEN If your firm is known for what it used to be, not what it aims to be
  32. 32. why Birth Growth Maturity Rebirth reality perception Death Life Cycle
  33. 33. “We have already far outgrown our original use case of only sending large files, and our name should reflect where we are as a company today as well as where we want to go in the future.” –Hightail CEO
  34. 34. WHEN When to Rebrand? 1) Change in strategy 2) Change of ownership  3) Brand is rotten 4) Coming of age 5) Significant milestone = stand-alone reason for rebrand
  35. 35. WHEN Change in Ownership
  36. 36. 1955 1983 Sport Venue Group 2009
  37. 37. name logo positioning A global design practice specializing in creating environments that draw people and communities together for unforgettable experiences.
  38. 38. “As the world becomes more populous, and ever-advancing technology separates us into audiences of one, our expertise becomes more relevant. Our singular focus is to design containers of emotion for the collective energy of lots of passionate people.” – Joe Spear, Populous Senior Principal
  39. 39. WHEN Why Rebrand? 1) Change in strategy 2) Change of ownership  3) Brand is rotten 4) Coming of age 5) Significant milestone
  40. 40. WHEN Brand is Rotten
  41. 41. WHEN Time for a Facelift
  42. 42. LECOURSDESIGN.COM infographic via The Logo Co.
  43. 43. LECOURSDESIGN.COM infographic via The Logo Co.
  44. 44. WHEN When to Rebrand? 1) Change in strategy 2) Change of ownership  3) Brand is rotten 4) Coming of age 5) Significant milestone
  45. 45. WHEN Coming of Age
  46. 46. WHEN Startup Growth Maturity Decline Rebirth Death Of Age
  47. 47. WHEN When to Rebrand? 1) Change in strategy 2) Change of ownership  3) Brand is rotten 4) Coming of age 5) Significant milestone
  48. 48. WHEN Significant Milestone
  49. 49. WHEN When to Rebrand? 1) Change in strategy 2) Change of ownership  3) Brand is rotten 4) Coming of age 5) Significant milestone = stand-alone reason for rebrand
  50. 50. positioning Balancing artistic expression in design with environmental sensitivity
  51. 51. WHEN When to Rebrand? 1) Change in strategy 2) Change of ownership  3) Brand is rotten 4) Coming of age 5) Significant milestone
  52. 52. WHEN Questions?
  53. 53. 3 Rebranding Your Firm: HOW
  54. 54. HOW DIY vs. Consultant
  55. 55. HOW DIY (In-House) Pros 1) Save Money? 2) Easier to Sell Upstream  3) Control
  56. 56. HOW Consultant Pros 1) Hire an Expert 2) Save Time 3) Objectivity / Referee 4) Stakeholder Buy-In 5) Credibility for Launch 6) Outsource Blame
  57. 57. HOW How to Hire a Consultant
  58. 58. HOW Rebranding Process
  59. 59. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  60. 60. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  61. 61. HOW Discovery
  62. 62. Brand Audit BR A ND TOU CH P OI NTS EFFECTIVE NE SS RATING -2 -1 0 +1 COM MEN TS +2 STRATEGIC PLAN Purpose Statement Vision Statement TBD Target Audience Positioning Statement TBD Core Values / Beliefs SWOT Analysis SMART Goals Competitive Audit covers this yearly goals in mktg plan, 5 year missing MARKETING PLAN Budget Key Initiatives w/ Timeline Personnel Responsible Promotional Mix 6% low for 25 person firm july–dec needs updating elizabeth as point person great variety IDENTITY Firm Name see addendum Logo / Brand ID see addendum Brand Guide Collateral Quickguide, Brand Guidelines Business Cards odd die-cut, old tagline & services Stationery odd die-cut, old tagline & services Correspondence Forms Slogan/Tagline missing scribble represents multi-disciplinary design
  63. 63. ale Studios ciates roup Architecture sign Kroeger Archetype Positioning Los Angeles based studio that specializes in multi-disciplinary design. Jester Outlaw/Rebel Regular Guy/Sage Ruler Sage/Magician Explorer Regular Guy/ Explorer Icon Style Mark Rios, FAIA, FASLA creative, integrated designer Contemporary Residential + Commercial Full service architectural firm that provides a range of services including architectural design, interior design, landscape design, furniture design, jewelry design and prefab. Also a design/build firm. Ron Radziner - rockstar designer & builder Contemporary Residential + Commercial Mid-Century Modern Today, Palm Springs/California Modernists Specializing in the planning and design of custom residential, institutional and commercial projects for both private and public clients, our projects include additions, restorations and the adaptive reuse of existing buildings, new construction. Traditional Marc Appleton - likeable, easy going, elegant traditional architect Traditional Residential Spanish Revival High end residential architecture Service oriented philosophy Richard Landry - international pedigree, style over substance Modern + Classic Residential Flashy Euro Estates, Mansions Classical Architecture for the 21st Century Precise planning. Meticulous workmanship. Historical accuracy. Preeminent practitioner on the West Coast of traditional architecture. Richard Manion - European historical influence, understated Traditional Residential Big Estates Regional English, French, Italian and Mediterranean influences Bridges the demands of artistic endeavor, environmental responsibility, functional pragmatics, and financial considerations. As a multidisciplinary firm, we believe that innovations discovered through the process of design and construction can be applied to projects of any scale, use, or purpose. Joshua Aidlin - foodie David Darling - sustainability Residential Commercial (Bar, Rest. Winery) Warm Contemporary Contextual Craft Very best in design and project management in a number of specialty building types, including private residences, resorts, restaurants and wineries. Regionalist Howard Backen, FAIA Rustic Architect to the Stars Regionalist / Transitional Residential Wineries, Hospitality Note: Most RCH residential work is landscape architecture only, or landscape driven.
  64. 64. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  65. 65. HOW Planning
  66. 66. PHASES, G nting. A N D T I M I N g and creative execution, not pri ultin E S T I M AT E S ic cons are for strateg mates below The rough esti urveys rnal, external s 1. Discovery topics) r inte cours.com for of questions fo h (see davidle Contribution sults keynote speec ey re ly deliver a Analysis of surv retreat - Possib ic Planning uchpoints Attend Strateg rrent brand to Review all cu titors Brand Audit top 5–7 compe udit - Review Competitive A ll 2013 $10k - Early Fa very phase ning hts from Disco 2. Brand Plan sed on insig d timing mendations ba ith budgets an Recom d projects w p specific bran Develo ing brief p brand plann Develo 2013 $3k - Late Fall form lues tagline 3. Brand Plat ose, Vision, Va its, archetype, e Purp onality tra Clarify or refin statement, pers positioning Develop brand 2013 $5k - Late Fall Associates urray, Smith & nd Name 4. Bra y: MSA vs. M on from surve platform? Review questi support brand name isting name finement Does existing lore refining ex rch, naming re vs. exp ames rch, URL sea erty attorney Explore new n trademark sea tellectual prop , loose ration rough a in Naming explo ould be done th ark search w Formal tradem ary 2014 5k–$7k - Febru $ Logo) Application d Signature ( nement, Mock . Bran 5 ration, Refi h, Design Explo Researc h 2014 7k–10k - Marc $ cation tte ignage . Brand Appli hy (font), pale age, building s 6 , typograp job site sign of color, pattern tem, vehicles, Delivery tionery sys new logo to sta Application of sal Templates
  67. 67. HOW Begin with End in Mind
  68. 68. HOW Manage Expectations
  69. 69. HOW Making Sausage
  70. 70. N C . S I G N ,I S D E IA 92024 E C O U R S, CALIFORN A L e a, E N C I N I T E S IG N .C O M R I O A V E , su it ID@ L E C O U R S D 6 DEL 78 6 4 9 fa x D A V 6 1 9 7 6 0 .6 3 2 .7 7 6 0 .6 3 2 .7 f rategic Brie St D AT E : PHONE #: Ta s k & G o a ls P o s it io n in g 203.644.0372 JO B # : k Architects ects, Kirkpatric Evens Archit C L IE N T : eg Touborg Kirkpatrick, M A C T : Erik Evens, Grant C L IE N T C O N T ty Packages R IP T IO N : Brand Identi JO B D E S C Nov. 28, 2012 990.1 EASURED?) N T H IS B E M CA These ?, A N D H O W E , W H Y N OW people’s lives.” IE V es that enrich Y IN G T O A C H . As a AT A R E W E T R beautiful hom (WH contemporary design is “to nd warm traditional a f both brands pany. To tic specialties: The Purpose o aesthe ign parent com a need two separate the KAA Des omes fall into will represent itects, there is h d identities, kpatrick Arch alues and o distinct bran hitects and Kir sult, tw ens Arc unicating the v re names of Ev red by comm ent the brand can be measu complem ties. Success al brand identi u for distinct vis ach brand. rsonalities of e pe P E T IT IO N ? ) OM RE TO THE C O W E C O M PA W D legacy of C L IE N T S ? H O s rooted in the T H IS B E N E F IT ES ersonal home U E ?, H O W D O K E S U S U N IQ ng distinctly p creati l American ( W H AT M A hitecture firm ty in traditiona an arc nd beau ns Architects is s of comfort a Eve ring qualitie r our clients. ions. The endu ces we craft fo great tradit lue to the pla chness and va d ri y of warm architecture ad and authenticit deeply n the benefits t is unique and firm focused o n a home tha n architecture ust us to desig Architects is a Kirkpatrick Our clients tr ential design. resid contemporary personal. nique and Ta r g e t ome that is u S S W IT H ? ) O IN G B U S IN E s to deliver a h E D n and trust u E WA N T T O B (WHO DO W at “value desig ts th Va lu e s eek clien Both brands s al.” deeply person ) D W IL L B U IL D S, OUR BRAN IS E e of design. THESE PROM D E L IV E R O N ness of the valu aware in all we do. S IS T E N T L Y (IF W E C O N duty to foster accountability esty and ider it our ons hon
  71. 71. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  72. 72. HOW Brand Platform
  73. 73. Brand Identity How To Build a Service Brand > Marketing Plan 3 year Plan 1 year Plan why we exist (purpose) which vehicles (at right) SWOT Analysis who will drive where we are going (vision) cost & timing who will join us (target) dashboard Name, Logo Stationery Forms Const. Docs. 4 4 4 Firm Brochure 4 > Proposal Templates Projects/ Case Studies 4 5 5 5 5 5 Advertising Event Marketing Trade Shows Seminars Thought Leading: BOD Public Speaking Trade Writing Webinars Social Networks E-Mail Marketing Blog Video Twitter Pinterest Unique Processtm 5 5 5 5 5 5 Holiday Promo Promo Items Public Relations Publicity Case Studies White Papers Networking: Professional Org. Community Awards Competitions Strategic Alliances Web Site how we will get there how we will get there (values/beliefs) > 3 Brand Guide: color, type, vehicles, job site signs office Market Sheets Service Sheets > Strategic Plan 2 Pocket Folder 3 Communication Vehicles 1 SOQ Materials (Print & PDF) why they’ll join us (positioning story) Referral System SMART Goals WHY? > Recruit & Retain Great Clients & Talent ©lecoursdesign, inc. 2003–2012
  74. 74. Strategic Plan 2 > Marketing Plan 3 year Plan 1 year Plan why we exist (purpose) how we will get there how we will get there (values/beliefs) which vehicles (at right) SWOT Analysis who will drive where we are going (vision) cost & timing who will join us (target) > dashboard Communication Vehicles 1 why they’ll join us (positioning story) SMART Goals Platform H P
  75. 75. POSITIONING A statement describing who will hire you and why.
  76. 76. 1 firm We are a type of 2 offering flagship service 3. to category of clients 4 provides Our core brilliance 5. specific benefits
  77. 77. We are marketing offering brand to A/E/C 1 consultants 2 strategy 3 firms. Our Core Brilliance 4 Marketing helps firms fight commoditization to win new 5 business.
  78. 78. name logo positioning statement A global design practice specializing in creating environments that draw people and communities together for unforgettable experiences.
  79. 79. HOW Positioning Mistakes 1) Not Having One 2) What’s True, Not Unique 3) Can’t Be Demonstrated  4) Emphasis on Wrong Things
  80. 80. HOW What About Taglines?
  81. 81. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  82. 82. HOW Monogram Your Shirt, Not Firm
  83. 83. HOW Take Your Name Off The Door
  84. 84. HOW Good Firm Names 1) Easy to Say, Spell 2) Available, URL, Social 3) < 7 syllables 4) Align With Brand Platform 5) Are Scalable
  85. 85. nique and Ta r g e t that is u TH?) BUSINESS WI eliver a home st us to d TO BE DOING design and tru D O W E WA N T (WHO ts that “value Va l u e s eek clien Both brands s al.” deeply person WILL BUILD) , OUR BRAND S of design. ESE PROMISE LIVER ON TH s of the value nes we do. T LY D E ntability in all E CONSISTEN to foster aware (I F W esty and accou ider it our duty P e r s o n a li t y cons , and hon Awareness: We eavors. ity in our work ess to our end on authentic sist bring richn Integrity: We in t many voices tha piness. on: We believe to human hap essential Collaborati that beauty is intain Beauty: We ma design. . the homes we ve what we do at it offers Fun: We lo site, and all th ect the Place: We resp & FEEL) THEIR LOOK identity. S DETERMINE Design brand , W H AT T R A I T isting KAA RE A PERSON IS BRAND WE nality of the ex o (IF TH adopt the pers will classic, al, elemental, symmetric geometry, tural, organic, s: simple, na xplored: sacred es to be e escribed a itects can be d onfident. Them Evens Arch assuring, c mysterious, re ant, rts, ICAA. aditional, eleg rests, Beaux-A tr quence, c n, Fibonacci se golden mea hitects Kirkpatrick Arc brand’s nicating each d, commu digital other, is desire INTS) each RESTRA ll in print and CTICAL work we ign, and to Scope (PRA -in to KAA Des entities need to tie d id bles are While a visual rtant. The bran 2013. Delivera February more impo personality is ublicly by early distinct brands p to launch both al is media. The go ate. e project estim described in th
  86. 86. RELIABLE SECURE INTEGRITY TRUSTED AS ADVISOR TRADITIONAL⁄CLASSIC TRANSPARENT CREATIVE TRUSTED ADVISOR/ CAPTAIN Cook Harbor NorthWest True North TruNorth Compass Sextant At The Helm Traverse Bay Rock Traverse Eagle Route Mountain Route Caribou Route Ridge Route Sherpa Retirement Sherpa Navigator Navigated Bay Navigated Shelter Navigated IRA Anchor Anchor Peak Green Anchor Sage Peak Sagewood Sagestone Spyglass Green Harbor Harborpoint Harbor Escort GreenPoint SECURE FUTURE Blue Springs Panorama Open Terrain Province Vista Victoria Hudson Bay Pacific Bay _______ Bay Evergreen Everblue Forest Bay Secure Forest Sunrise Daybreak Secured Route Sage Inlet Green Harbor Stone Harbor Harborgate Eagle Harbor _______ Harbor SafeMark TouchStone Meriweather ClearWater Emerald Bay Emerald Harbor StoneField Sherwood Surewood Meadowbrook
  87. 87. SAGE HARBOR IRA I NVESTMENTS, INC. TRUSTED ADVISOR/ CAPTAIN Cook Harbor NorthWest True North TruNorth Compass Sextant At The Helm Traverse Bay Rock Traverse Eagle Route Mountain Route Caribou Route Ridge Route Sherpa Retirement Sherpa Navigator Navigated Bay Navigated Shelter Navigated IRA Anchor Anchor Peak Green Anchor Sage Peak Sagewood Sagestone Spyglass Green Harbor Harborpoint Harbor Escort GreenPoint SECURE FUTURE Blue Springs Panorama Open Terrain Province Vista Victoria Hudson Bay Pacific Bay _______ Bay Evergreen Everblue Forest Bay Secure Forest Sunrise Daybreak Secured Route Sage Inlet Green Harbor Stone Harbor Harborgate Eagle Harbor _______ Harbor SafeMark TouchStone Meriweather ClearWater Emerald Bay Emerald Harbor StoneField Sherwood Surewood Meadowbrook
  88. 88. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  89. 89. HOW Humans Are Visual, Blink
  90. 90. HOW A Logo Should 1) Represent You in Absentia 2) Communicate Vision 3) Be Professional  4) Demonstrate Design Savvy 5) Be a Seal of Approval
  91. 91. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  92. 92. 3/2 front: 13-5-1 U, 156-1-U, Natural TBD back: 13-5-1 U, 6-1-6 U STEPHEN STRAUGHAN . ASSOCIATE STEVE @ KAADESIGNGROUP.COM ERIK EVENS AIA . PRINCIPAL ERIK @ EVENSARC.COM 4201 REDWOOD AVE, LOS ANGELES, CA 90066 TEL 310-821-1400 . FAX 310-821-1440 www.evensarc.com E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E a KAA Design company E E EVE N S A RCHITECTS E E >> 2/2 front: 13-5-1 U, TBD back: 13-5-1 U, 6-1-6 U E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E 4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066 www.evensarc.com E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E a KAA Design company E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E EVE N S A RCHITECTS E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E Second Sheet (not shown, only logo ornament) 1/0 front: 13-5-1 U E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E 2/2 front: 13-5-1 U, TBD back: 13-5-1 U, 6-1-6 U E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E a KAA Design company E E E E EVENS A RCHITECTS E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E 4201 REDWOOD AVE, LOS ANGELES, CA 90066 TEL 310-821-1400 . FAX 310-821-1440 www.evensarc.com
  93. 93. YOUR PERSONALIZED Portfolio 4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066 310-82 1-1400 . INFO@ EVENSARC.COM . www.evensarc.com
  94. 94. East Meets West THE STRAND RESIDENCE HERMOSA BEACH , CALIFORNIA An authentic interpretation of British Colonial architecture to the West Coast. Built for a young family, this beachfront home balances privacy and panorama. Horizontal and vertical teak shutters infuse the material palette with warmth and texture - a nod to another British Colonial influence, that of the West Indies....Read More >> EVE N S A RCHITECTS a KAA Design company 4201 Redwood Avenue, Los Angeles, CA 90007 310 821 1400 tel www.evensarc.com Got this as a forward? Sign up for future mailings. Unsubscribe
  95. 95. evens architects a KAA Design company 4201 redwood avenue, los angeles, ca 90066 | 310.821.1400 www.evensarc.com East Meets West Many people, and particularly those with East Coast roots, have strong connections to British Colonial architecture. In the early twentieth century, a large number of East Coasters took up residence in Southern California, building regal homes in Pasadena and Downtown Los Angeles. They also built smaller weekend retreats along the coast in areas like Ocean Park and Venice Beach where were still find finely preserved examples of a more casual version of the British Colonial tradition. Architecture Landscape Interiors Construction Photography Evens Architects Art Luna Garden Design Tim Clarka Interior Design JD Group Manolo Langis (front) Erhard Pfeiffer (inset) The Strand Residence illustrates an effort to bring an authentic interpretation of British Colonial architecture to the West Coast. Built for a young family, this beachfront home balances privacy and panorama. Horizontal and vertical teak shutters infuse the material palette with warmth and texture - a nod to another British Colonial influence, >> David Lecours that of the West Indies. LecoursDesign, Inc. 786 Del Rio Avenue, Suite A Encinitas, CA 92024
  96. 96. EVE N S A RCHITECTS a KAA Design company 310.821.1400 evensarc.com
  97. 97. EVE N S A RCHITECTS a KAA Design company Jonathan Club Beach Entry Pavilion Sketch 02-14-13
  98. 98. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  99. 99. HOW How to Protect Your Investment
  100. 100. EVENS ARCHITECTS Quick Guide To Our Brand Identity BRAND NAME Our formal legal name is KAA Design Group, Inc. DBA Evens Architects. KAA Design Group is our parent company and is more for internal use. Outwardly we prefer to be known as Evens Architects. While it may be tempting to shorten this name to Evens Arc/Arch or EA, please resist. We are architects and we prefer to use that word in our brand name. EA may be used for internal verbal communication to distinguish between KA, but never for external communication. Our website URL is evensarc.com. OUR FOCUS traditional residential design anchored in history but attuned to the spirit and needs of the modern world LOGO EVENS A RCHITECTS a KAA Design company EVENS A RCHITECTS EVENS A RCHITECTS a KAA Design company a KAA Design company ea_logo_clr.pdf ea_logo_clr.jpg ea_logo_bw.pdf ea_logo_bw.jpg ea_logo_clr_rev.pdf ea_logo_clr_rev.png Obey the Logo Laws: Never stretch the logo horizontally or vertically. Never change the colors, fonts or orientation. Avoid shrinking the logo smaller than 1.5" wide. Enlarging the logo is fine, but only if using a .pdf file. TYPOGRAPHY If words are the content, then typography is the voice used when communicating visually. Adobe Garamond Pro is our principal font, chosen for its traditional voice. Adobe Garamond Pro Regular, Italic, small caps1 Adobe Garamond Pro Semibold, Italic, small caps1 Adobe Garamond Pro Bold, Italic 1 small caps only available in character panel of Adobe Illustrator, InDesign or Photoshop 11 pt. Regular for body text, w/ 13 pt. leading 12 pt. Semibold small caps for sub-headlines2 24 pt. or larger Bold for headlines 2 best to set tracking to 100
  101. 101. TYPOGRAPHY If words are the content, then typography is the voice used when communicating visually. Adobe Garamond Pro is our principal font, chosen for its traditional voice. Adobe Garamond Pro Regular, Italic, small caps1 Adobe Garamond Pro Semibold, Italic, small caps1 Adobe Garamond Pro Bold, Italic 1 11 pt. Regular for body text, w/ 13 pt. leading 12 pt. Semibold small caps for sub-headlines2 24 pt. or larger Bold for headlines small caps only available in character panel of Adobe Illustrator, InDesign or Photoshop 2 best to set tracking to 100 COLOR c y k r g b pms 18 67 89 5 196 107 55 13-5-1 U 14 49 88 1 216 142 61 6-1-6 U 58 55 58 29 97 89 84 156-1-6 U 30 STATIONERY m 30 35 0 182 168 158 156-1-2 U Printer BurdgeCooper, rep: Don Burdge 1565 E 23rd Street, Los Angeles, CA 90011 800.421.8703, don@burdgecooper.com cmyk = cyan, magenta, yellow, black Used for print, also called 4 color process rgb = red, green, blue used for on-screen pms = pantone matching system requires pantone inks for consistent commercial printing Paper Crane’s Kid Finish, Fluorescent White 90# Cover 2-ply for business cards Crane’s Text, Fluorescent White, Unwatermarked 80# text for letterhead, 2nd sheets, envelopes
  102. 102. HOW Measuring Success
  103. 103. HOW Quantitative & Qualitative
  104. 104. HOW “Not everything that can  be counted counts, and not everything that counts can be counted.” –Albert Einstein
  105. 105. HOW Qualitative
  106. 106. HOW Quantitative
  107. 107. HOW Your Mileage Will Vary
  108. 108. HOW Firm Size Consulting & Creative 10–30 $10k–25k 30–100 $20k–50k 100–500 $35k–100k 500+ $100k–250k
  109. 109. HOW ROI $50k to rebrand 50 p = $5M Revenue Lifespan 5 yrs. = $25M Revenue 5 yrs. = 50 projects 1 project = $100k
  110. 110. HOW Timing 4 mo.–1 year
  111. 111. HOW Questions?
  112. 112. C Rebranding Your Firm: Conclusion
  113. 113. intro Birth Growth Maturity Rebirth reality perception Death Life Cycle
  114. 114. WHAT New Term Logo Logo Refresh Name + Logo Identity Refresh Logo + Positioning Rebrand Name + Logo + Positioning Rebrand
  115. 115. WHEN When to Rebrand? 1) Change in strategy 2) Change of ownership  3) Brand is rotten 4) Coming of age 5) Significant milestone = stand-alone reason for rebrand
  116. 116. HOW Rebranding Process 1) Discovery 2) Planning 3) Brand Platform  4) Brand Name 5) Brand Signature (logo) 6) Application 7) Launch
  117. 117. Rebranding Your Firm davidlecours.com S M P S N A T I O N A L W E B I N A R | @SMPShq @davidlecours
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